Domino's Fresh Pan Pizza ka 'order nikla toh sab nikal liye'

Campaign comprising two TVCs created by Contract shows how the tastiest pizza might lead to people going missing from work or play!

Sohini Sen | Mumbai | December 16, 2013

Click on the image to watch the TVC.

Domino's has recently launched its range of Fresh Pan Pizzas. Marking the inclusion of this in their menu, Contract Advertising has created a new campaign. Baked fresh-to-order in a pan, and soft, crunchy, buttery and extra cheesy, each bite of Pan Pizza promises to tantalize your taste buds. It is the taste USP on which the brand is planning to sell the product.

Harneet Singh Rajpal, VP - Marketing, Domino's Pizza India, said, “At Domino's we focus on introducing new and innovative products which are loved and enjoyed by all our patrons. The Fresh Pan Pizza is the latest offering from Domino's Pizza in India. After the immense appreciation of the product which we received in many other countries where it has been already launched, we are thrilled to get Fresh Pan Pizzas to India. Our research indicates that it is the tastiest Pan Pizza. We are confident that this new addition to our menu will be a hit with our consumers and keep them asking for more.”

The brand's selling point is the tempting taste of the Fresh Pan Pizza. Keeping that in mind, a set of two TVCs have been designed. The Pan Pizza is available in medium size and can be clubbed with all existing topping combinations. To make it more appealing, Domino's has introduced offers for its customers whereby they can get a discount on their orders.

"Both our commercials are based on real life situations which bring forth the urge and desire in people to have the soft, buttery, crunchy Pan Pizza leaving aside whatever they are doing.  Football players and actors from a college play run away from their game and performances in order to cherish the taste of the new Pan Pizza. Keeping in focus the brand's positioning on relationships, the new product brings together people in a funny and mischievous way to enjoy their naughty 'pizza moments' together”, said Rajpal.

The first TVC shows a football match where the players keep getting injured or given the bench. A voiceover announces, much like a commentary, how all these players are making an excuse to not be on the field!

The second TVC shows the final practice of a play where most of the characters go missing after a while. The voiceover tracks them down and asks the viewers to guess where these people disappeared. It is revealed only later that they have all gone away because the new Domino's Fresh Pan Pizza is going to be delivered in a moment. The voiceover reiterates that the ingredients in the pizza make it the yummiest in the world. The TVC ends with the voiceover declaring: 'Iska order nikla toh sab nikal liye' (once the order is placed, everyone goes missing).

Mayur Hola, Executive Creative Director, Contract Advertising (Gurgaon), pointed out, "This has to go down as the funniest exercise as every time we went to shoot the campaign, we would 'experience the product' yet again. It truly is the tastiest pan pizza ever. This greed is exactly what we played up in the spots. There is a core bunch of friends amongst a larger group who dump it all and sneak off to enjoy the Pan Pizza they have ordered. The films are fun and I'm sure the young at heart will vibe with them."

Pooja Malhotra, Vice-President, Client Servicing, Contract (Gurgaon), added, "The challenge for us was to communicate Domino's Fresh Pan Pizza as the tastiest pan pizza ever, the tastiest being a combination of cheesy, soft, buttery and crunchy. We had to this without hinging on any one attribute but by encapsulating all under one common thought. This led us to thinking about what all happens in anticipation of something really tasty arriving. The campaign reflects this insight through the stories of close friends who mischievously sneak out for their favourite pan pizza. The thought is aptly captured in the line 'Iska order nikla toh sab nikal liye'".

The campaign is supported by digital media, in-store print elements like DHs, translites, banner, etc.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Contract Advertising

National Creative Director: Ashish Chakravarty

Executive Director: Mayur Hola

Creative Team: Souvik Datta, Uddipta Borah, Ritrup Biswas, Abhinav Parshad, Dhruv Tiwari, Anushree Jain, Shruti Bhatia.

Account Management: Pooja Malhotra, Ashit Chakravarty, Heena Kohli, Virender Bhawnani

Films Dept: Mahendra Solanki

Production House: Jamic Films

Director: Nikhil Rao

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com